Police said on their Facebook page that Ethan Bradley was found and reunited with his family just before 2 p.m.

Police say Ethan's parents reported him missing around 11:30 a.m.

The boy's grandfather told WMTW News 8's Morgan Sturdivant the family is from New Hampshire.

His grandfather said the family was heading to the beach and he got a little ahead of them. He said Ethan loves to look at the people fishing.

"We have lots of missing children on the beach, but usually those children are only gone for 10 to 15 to 20 minutes at a time. Our lifeguard service deals with that almost every day, kids that wander off. But in a case like this when it gets over an hour, it gets scary," said Ogunquit Fire Chief Mark O'Brien.

Officials said he was located in an antique shop.

"He was surprised police and fire were looking for him, because he was in an antique shop, just antiquing around, looking, and he was actually looking at Mad magazines and he didn't realize that his grandparents were still looking for him. He thought they were going to meet him there," said O'Brien.